In its annual “Best Global Brands” ranking for 2014, brand consultancy firm Interbrand sets the Allianz brand value at US$7.7 billion, a 15 percent increase from 2013. That places Allianz 55th among the world’s top 100 brands, up eight spots from last year’s ranking. The momentum in growth the Allianz brand is experiencing puts it on par with other top global brands, such as Google, Samsung and Nike.
Behind the famed Allianz brand stands a company that represents strong financial performances, sound investments, digital innovation, quality products, tailored services, and an employer of choice. These are the cornerstones on which the success of the international financial services provider have been built. Its brand is a reflection of that success and a testament of its dedication to its customers and employees.
With more than 600,000 Allianz “brand ambassadors” worldwide, such as employees, agents and partners, Allianz continually works to realize its “One Allianz” vision to seamlessly serve its more than 83 million customers. Approximately 82 percent of Allianz businesses operate under the Allianz brand, which plays an integral role in helping achieve the “One Allianz” experience.
In its report, Interbrand highlights Allianz’s continued focus on the customer by following them into the digital space. Significant efforts have been made to refine the social media approach, and the launch of the Allianz Digital Accelerator has driven innovation in products and services to better serve clients.
As with last year, Interbrand once again notes Allianz’s excellent Dow Jones Sustainability Indeces (DJSI) rating for 2014 and its preceding nomination by DJSI for its structured global brand management process. This process guides Allianz on how to best engage audiences and make the brand relevant. This means formulating the right message within the right context and delivering it through the right touch points.
For Allianz, being relevant is paramount. “My vision for Allianz is to be the trusted partner in people’s lives, helping them to make the right decisions, to progress and achieve their goals,” says Christian Deuringer, Head of Global Brand Management at Allianz SE. “We believe that our 600,000 people around the world play an essential role in delivering the brand and making it likeable. For example, from creating engaging user experiences that provide all relevant information in a digital way, through to offering superior customer service in a human way,” adds Joe Gross, Head of Group Market Management at Allianz SE.
